O2 Stadium: A blueprint for 21st century sponsorship

This paper describes a 'new wave' of sponsorship, transforming the maligned Millennium Dome into the world's most popular entertainment venue. The creative strategy included outdoor and print to link the new name -The 02 - with the iconic white tent. The television campaign showcased the entertainment at The O2 and persuaded customers to take up the 'Priority Ticket' initiative. In just seven months The O2 generated £61 million worth of PR and welcomed 3.4 million visitors, and a million customers signed up for 'Priority Tickets'. Payback calculations reveal a self-financing asset within just four months and one year from launch an ROI of 26:1